About the Project
A nutritionist from Lithuania who conducts educational webinars for individuals interested in healthy eating and deepening their knowledge in this field. At the start of the project, the client had an existing subscriber base.
Targeting: Lithuania and Lithuanian speakers worldwide.
Tasks
Global Objective: Attract 10,000 webinar registrations within 7 days at a target cost per registration.
Specific Tasks:
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- Design the structure of advertising campaigns and distribute them across multiple accounts.
- Develop several contingency plans to enable rapid adjustments if effectiveness declines.
- Create creatives in various formats and craft compelling copy.
- Set up advertising campaigns and an analytics system.
- Maintain a stable cost per registration throughout the campaign.
Target Audience (Women)
25-35 years old – Young mothers on maternity leave or postpartum
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- Pain Points: Postpartum swelling and weight gain, lack of energy for childcare, poor sleep, hair loss, skin issues due to hormonal changes.
- Triggers: Desire to return to pre-pregnancy shape, looking in the mirror or at old photos, lack of energy for the child, negative comments from others.
- Fears: Inability to regain their figure, challenges balancing self-care and childcare, high costs of healthy eating, concerns about harming breastfeeding.
25-40 years old – Women with problematic skin and acne
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- Pain Points: Persistent inflammation and redness, post-acne marks, oily shine, enlarged pores, uneven skin tone, ineffective cosmetologist visits.
- Triggers: Important meetings or events, unflattering photos, high spending on ineffective products, comparisons to others with clear skin.
- Fears: The issue is hormonal and incurable, a lifelong need to conceal skin, doubts about natural remedies.
40-55 years old – Signs of aging
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- Pain Points: Deep wrinkles, sagging skin, double chin, pigmentation, loss of elasticity, dull complexion, dry skin, age-related acne.
- Triggers: Friends who look younger after procedures, upcoming significant events, photos highlighting aging, reduced attention from the opposite sex.
- Fears: It’s too late to make changes, fear of plastic surgery, concerns about wasting money on ineffective solutions.
25-45 years old – History of failed diets
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- Pain Points: Weight rebounds with extra pounds, disrupted metabolism, food dependency, guilt over slip-ups, lack of energy for exercise.
- Triggers: Another failed diet attempt, inability to fit into favorite clothes, approaching beach season, full-body photos.
- Fears: Lifelong dieting, fear of repeated failures, concerns that healthy eating will lack flavor.
25-55 years old – Subscribers from the expert’s database
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- Pain Points: Fragmented knowledge that doesn’t form a cohesive system, information overload on nutrition, lack of sustainable results.
- Triggers: Impressive results from other subscribers, trust in the expert from past content, desire for deeper knowledge.
- Fears: Basic knowledge isn’t sufficient, inability to apply new insights practically, missing out on the exclusive webinar.
What Was Done
- Created 66 static creatives and 30 video creatives in Reels format.
- Developed multiple text variations adhering to copywriting best practices.
- Designed three advertising campaign plans (A, B, C) for seamless transitions.
- Configured analytics and performance tracking systems.
- Managed a daily budget ranging from €600 to €1,000.
- Implemented CAPI (Conversion API) and event tracking.
Advertising Strategy
- Plan A: Combined campaigns on Instagram and Facebook, with a separate focus on Lithuanian speakers worldwide.
- Plan B: Separate campaigns for Facebook and Instagram.
- Plan C: Focused exclusively on Facebook Feed and Facebook Reels, utilizing the best-performing creatives.
Chronology of the Launch by Days
- Day 1: 2,245 registrations at €0.26 — Plan A launched with a daily budget of €600.
- Day 2: 1,993 registrations at €0.31 — Ineffective creatives disabled and campaigns optimized.
- Day 3: 1,445 registrations at €0.42 — Expensive ad sets disabled; top-performing combinations duplicated.
- Day 4: 1,689 registrations at €0.70 — Plan B activated due to declining effectiveness; Plan C prepared; hit creative limit (250).
- Day 5: 1,416 registrations at €0.72 — Plan B optimized and Plan C launched; situation stabilized.
- Day 6: 1,520 registrations at €0.74 — Instagram campaigns disabled due to high costs; creatives optimized.
- Day 7: 910 registrations — Campaign concluded at 5:00 PM; webinar started; retargeting launched for 7 days.
Results Over 7 Days
- Revenue: 54 purchases totaling €40,000; ROMI (Return on Marketing Investment): 489%
- Registrations: 11,218; Average cost per registration: €0.51
- Budget for registrations: €5,772.07
- Budget for retargeting: €1,020.02
- Total expenses: €6,792.09
Conclusions
- Dividing the strategy into Plans A, B, and C enabled swift responses to changes in campaign effectiveness.
- Facebook outperformed Instagram in terms of efficiency.
- Continuous optimization of creatives and the deactivation of underperforming campaigns ensured a stable cost per registration.
- Detailed audience segmentation facilitated precise and impactful advertising messages.
- A rapid plan-switching system prevented significant drops in performance.
- Post-webinar retargeting effectively monetized the audience.